SA Tourism pushes its own backyard to locals in latest campaign via KWP!
Real holiday stories and images from real South Australians became the basis for the latest campaign by KWP! Adelaide to entice locals to holiday in their own backyard.
Several months before, a campaign encouraged South Australians to share their memories and special holiday moments online. Hundreds and hundreds of stories, pictures and videos came pouring in. The striking aspect of all the content was the authenticity and genuine humanity of each of them. And it really did prove what a special place SA’s own backyard is; all the state needed to do was remind people.
Featuring The Piper’s Song by Gypsy & The Cat, a 60-second brand ad launches the campaign and will be followed up with 30-second ads focusing on specific experiences such as Coast, Food & Wine, River and Outback.
All of these themed messages will be heavily supported by a raft of 15-second retail spots and an integrated online and newspaper campaign.
10 Comments
Hey guys! There are Hills Hoist clotheslines outside their expect location of the backyard!! Get it???
Finally KWP! get just the ad they’ve always wanted.
Is the underlying message there isn’t much in SA but don’t worry you can make your own fun? Like the music choice. Visually generic.
Music is the best thing. Close your eyes and think of Queensland.
Dig the toon, Corey. 🙂
This Tourism SA ad. misses the mark on so many levels. The strategy is fundamentally flawed as…yawn…here we go again with a nicely produced ad. failing to be effective. It appears agency KWP! have indulged themselves with a healthy budget as the production quality is admirable, yet with no substance in creative strategy. The shots are generic, very non-striking in terms of destination or experiential value/difference (which is surprisingly a fundamental for tourism) and leaves the viewer a bit caught up in the nice soundbed, yet not motivated or interested by the message. How many ads. does it take to improve tourism in SA? A clue to the struggling and arguably inneffective strategic approach in this ad. lies in the rather naff and I would have thought embarrassing use of a clothes line as symbolism and the “where the bloody hell are you” comparison of “So go find it”. Well I have looked pretty hard and I could not see it, and I would imagine bed nights will reflect other’s same reaction. Production wise very good, strategically very poor. The thinking suggests creatives that don’t get out of their own backyard often enough to realise the aspiration, or rather lack of aspiration they have created falls so, so short of what is on offer elsewhere in Australia. If I were Tourism SA I would put my money into identifying potential product development opportunities rather than thrashing a dead dog or paying an agency a lot of money to produce the same old same old, just packaged differently. It would be interesting to see a cost analysis on campaign vs increased bed nights.
Whats the title of the song?
The Piper’s Song by Gypsy & The Cat
I LOVE the song in this ad.
I LOVE the song in this ad.